A Cross-Cultural Comparison of Business Complaint Management Expectations
Research output: Contribution to journal › Article › peer-review
Abstract
This study explores the complaint management expectations of 72 British and 74 German organizational buyers using automated online means-end laddering and a Hierarchical Value Map presentation. It conceptualizes the links between expected complaint resolution attributes by the buyer (i.e. means) and the buyer’s value perceptions (i.e. ends). Unlike previous research, we highlight similarities and differences in the drivers behind and attributes of complaint management expectations across two countries (Germany and the UK). Even in countries appearing to be similar economically and culturally, we find differences in the desired attributes. British buyers, for example, emphasize softer complaint resolution attributes compared to Germans. Our study is the first to present a model of complaint management expectations incorporating the role of culture, and provides managerial directions on standardization and adaption of complaint resolution attributes. Furthermore, it evaluates justice dimensions (especially interactional justice) and their impact on perceptions of complaint management.
Bibliographical metadata
Original language | English |
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Pages (from-to) | 254-271 |
Number of pages | 17 |
Journal | Journal of Marketing Theory and Practice |
Volume | 23 |
Issue number | 3 |
DOIs | |
Publication status | Published - 9 Jun 2015 |